Sportsgear Rivals

Adidas Sprints Ahead of Puma

ARCHIV - Schuhe der Sportartikelhersteller adidas (l) und Puma stehen am 21.09.2009 in Herzogenaurach (Mittelfranken) für ein Fußball-Freundschaftsspiel zwischen den beiden Sportartikelhersteller auf einem Ball mit der Aufschrift "Peace One Day". Dei der Champions League Begegnung zwischen dem FC Bayern München und Borussia Dortmund in Wembley (England) treten nicht nur zwei deutsche Teams gegeneinander an, sondern auch deren Sponsoren. Foto: Daniel Karmann/dpa (zu dpa-KORR: "Adidas gegen Puma: Kampf der Sport-Konzerne in Wembley" vom 23.05.2013) +++(c) dpa - Bildfunk+++
Adidas vs. Puma. The brand with the three-stripes is thrashing its smaller German rival.
  • Why it matters

    Why it matters

    Puma continues to suffer from catastrophic managerial mistakes over the past decade while customers are snapping up Adidas shoes and sportsgear.

  • Facts


    • The two companies were founded by German brothers: Adidas was run by Adolf (“Adi”) Dassler and Puma by Rudolf Dassler.
    • In the first quarter, Adidas reported increased revenues of more than €700 million — almost as much as Puma’s total sales for the period.
    • The German sports-shoe firms compete with U.S.-based Nike and Under Armour.
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When the head of Puma sportswear, Bjørn Gulden, looks out of his office window, he sees the sprawling headquarters of rival Adidas. Only a field in Bavaria separates the two largest European makers of sneakers and sportswear.

And even this barrier will soon be gone, because Puma is expanding its headquarters and will edge closer to its main competitor.

But the two companies in the quiet southern town of Herzogenaurach are only close geographically. In terms of their financial success, the sporting goods makers are worlds apart.

Adidas, known by its trademark three-stripe logo, saw its share price hit a record high last week, spurred by superb quarterly figures and an impressive forecast.

But in recent years, Puma, with its pouncing big cat logo, has been relieved if its revenues didn’t shrink.

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